1. Why we're here?
2. What do we expect?
3. Do we agree?
Add a framework to position your product/ service.
You need to think of the customer's SCV: Situation / Challenge / Value Proposition.
S - What is the situation
C - What is the challenge they face, all about the challenges.
V - Bring a value proposition that address challenges
Focus on mutual value creation. Make it easy to change.
Don't position your solution as a 'big' jump. Make them feel comfortable in the incremental move to a new world and more inspiring vision.